Madhya Pradesh shifts focus to water festival in latest ad campaign

08 Aug,2017

By A Correspondent

 

After the ‘MP main dil hua bacche sa’ campaign released last year, Madhya Pradesh Tourism has embarked on yet another journey with Ogilvy for its latest film for Jal Mahotsav, India’s first-ever water festival.

 

Commenting on the campaign, Azazul Haque & Mahesh Gharat, Chief Creative Officers, Ogilvy Bangalore said: “Every Madhya Pradesh Tourism campaign is like competing with our own past campaign. Once again the challenge was to create a piece of communication that also looks like a piece of art, like every other MP Tourism campaign. Since the brief was to create excitement around Jal Mahotsava, a magnificent event that happens on an island of Hanuwantiya where water related sports and activities take place, we thought using water colour paintings created by children would be the best way to capture that fun and excitement. But then static water colour paintings were not enough to showcase the exuberance and energy of Jal Mahotsava. So, we decided to make the characters in the paintings move. That was a herculean task. Rajesh and Vidya, the directors of the film, played a significant role in helping us overcome this herculean task. Many thousands of paintings were created and finally 700 plus paintings were used with ‘stop motion’ technique to create this magic. Even the words in the song are kept childish and only the sound of water drops and Ghatam (a clay tumbler) are used to create the music. We wanted to create childlike magic in this campaign. Hope we have achieved it.”

 

Added Ajay Menon, Executive Vice President, Ogilvy India: “It is always a delight to work on a brief from MP Tourism. This time around the brief was to promote Jal Mahotsav, a one-of-its-kind water festival, being held at Hanuwantiya in Khandwa district. Therefore, in keeping with the work we’ve done with MP Tourism over the last decade, our response  to this brief also attempts to create the same magic through its visual and aural experience. We hope the campaign excites people enough to plan their next trip to MP.”

 

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